Why We Are No Longer Using the Term Anti-Aging

by Danielle De Guzman October 03, 2017

Why We Are No Longer Using the Term Anti-Aging

Standing in front of the mirror, it’s easy to examine the things we consider unworthy about ourselves. We live in a society that praises youth. For women especially, it can be almost automatic to downplay our appearance and undercut ourselves. All of us, at this very moment, are growing older. It is a fact of life that we cannot pretend isn’t happening.

Perhaps unsurprisingly, there is a burgeoning body of research showing that how we think about aging can actually have an impact on our physical and mental health. To this end, Edens Garden will no longer use the term “anti-aging” on any of our product descriptions, packaging, marketing materials or social media.

As Allure Magazine so deftly pointed out, “anti-aging” correlates with “anti-anxiety meds, antivirus software, or antifungal spray,” which are all starkly negative.

Our choice to eliminate the phrase was inspired by the radical idea that growing older is actually quite wonderful. So many people do not get the chance to see their later years. Not only is “anti-aging” physically impossible, but the term reinforces the idea that we must declare war against our own bodies and cure ourselves from growing older. Aging is not a health issue; it’s a natural part of life. Instead, let’s celebrate the joy that each year brings and remind ourselves that we are never, ever defined by a number.

As a company owned and operated by women, we are taking this step to encourage our customers to accept their beautiful bodies as they are. Of course, we are not telling you to toss your Age Defy synergy blend or stop coloring your hair, because what you do to feel your best is entirely your business. 

We actually chose the term “Age Defy” because it empowers instead of cuts down. Defy the idea that beauty is determined by age, push back against the pressure to fit some impossible standard and embrace your perfectly imperfect self. We hope more companies join us in eliminating “anti-aging” from their messaging. In the meantime, Edens Garden has your back.


Edens Garden 

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